Introducing Elizabeth Scarlett Petrides, Founder of Elizabeth Scarlett
meet ELIZABETH SCARLETT Petrides, FOUNDER OF HER EPONYMOUS ACCESSORIES BRAND. Elizabeth Scarlett exists to promote joyful living, while raising funds to protect our planets precious wildlife. grOWING from a passion for art, finding pleasure in small everyday moments and appreciating the natural world around us, Each year, THEY commit to giving back to wildlife and supporting keystone species. So far THEY HAVE awarded over £500,000 to charities and projects that support animal conservation.
“I am the founder and creator-in-chief of Elizabeth Scarlett; a London accessories brand creating beautiful embroidered products whilst giving back to the natural world. I believe it’s not just possible, but necessary to honor and protect all that makes our planet beautiful and to date, I am proud to say that we have raised 500K to protect endangered wildlife with charities internationally.”
Can you tell us a bit about your background, and what led you to founding your business?
Art and wildlife have always been passions of mine, even when I was a child, animals - not princesses were the first things I learned to draw. My grandfather started a textile business in the 1970s, so I actually designed my first print for his business in my early teens! After school, I went to Central Saint Martins, which helped me develop my style further and surrounded me with a network of strong creative friends that continues to spur me on through life. After graduating, I spent time working for the family business which enabled me to learn so much about the day-to-day runnings of a company; the process of sampling, working with factories, the journey from production to wholesale…but I loved creating and continued to paint and illustrate in my spare time. In 2015, when I moved in with my now husband, whilst painting at our kitchen table, he encouraged me to do something exciting with my illustrations and pair my love of painting with the natural world and desire to start my own brand, Elizabeth Scarlett was born. A few months later, I had my first samples made and the rest as they say is history.
What does a typical working day look like for you?
With two little ones, a dog and running my own business, the days are jam packed from the moment I wake up with a rush to get myself and the kids ready and out the door. I then head to the office, make a large coffee and head straight into meetings which can range from catching up with some of our exciting collaboration partners, reviewing designs with my wonderful team or painting new prints. I then head home for an afternoon pilates work out or a power walk with our dog Lamu before the nursery pick-up.
What do you enjoy most about your work?
The variety - one day, I might be at my desk alone listening to Eloise or Olivia Dean mood boarding our Autumn/Winter collection and the next I might be on set in a beautiful location with a team of 10 people which is wonderfully chaotic! This year we visited the Amalfi coast which was incredible and I loved seeing it all come to life on location. I also really enjoy meeting our customers face-to-face. We did a Christmas shop at Fortnum & Mason a few years ago and the turnout blew me away - I met people who had been following the brand since we launched and still use their pouches from our very first collection! Our loyal customers are our greatest asset and I am always so excited to meet people who buy into the brand; whether they have just bought their first piece or have a pouch to organize every aspect of their lives
You’ve worked with some brilliant brands. How important has this been to your business’s development and why?
I am incredibly proud of our partnerships and the variety of brands we’ve worked with from The White Company, Cowshed, L’Occitane and Bobbi Brown - to name a few. It’s so important to me that our collaborations resonate with our customers, help tell our story and bring something new and exciting to the world of Elizabeth Scarlett. From a business perspective, they have allowed us to introduce the brand to new markets and audiences which we wouldn’t ordinarily be open to and from a design point of view - create with a different perspective and delve into the world of that brand and their ethos.
What sets your products apart from the competition?
When we launched. there really was nothing like us in the market with the intricate designs and to the quality that we provide. Quality and attention to detail are really critical to creating joy with and for our customers. That said, it is the pursuit of actively supporting wildlife conservation and raising awareness of all the positive actions that are taking place across the world that helps set us apart from the competition. I always knew I wanted to create a brand that gave back and launching our ‘pouch for purpose’ felt such a significant moment for us - to date we have raised £500k for wildlife charities internationally. I am incredibly proud when people buy our products whether for themselves or a friend - they’re giving to give back. It is equally important to me that our designs are versatile and have longevity with our customers. Our pouches can be used desk side to pool side, and throughout key moments in a woman’s life - from your honeymoon to your baby bag!
Can you tell us about any exciting projects you've worked on lately?
I’m currently working on a secret project with a beautiful fashion brand that will be going live next Summer. I can’t say much more than that, but…
What advice might you give to someone looking to launch their own business?
Only go about starting something that you are passionate about, and has meaning to you. Work out what the purpose of it existing would be and how it would benefit other people's lives. Set goals and values. For example our key values are and have always been, Beauty, Joy, Functionality, Quality and Integrity. Work out who your customer might be, and stay true to your uniqueness to them in the market. Don’t look at what other people are doing. Invest in 'brand' as your brand is nothing without a good foundation that you believe in. Then make sure to hire people to do things that you can’t! It’s not as easy as ticking all those boxes and it will work.. but that's a good starting ground!
Who has been the biggest support throughout your career up to date?
My family - I could not have grown Elizabeth Scarlett without them. Whether it’s my husband who supported me from the sidelines and then joined to become our CEO, my step-father Russell, who has been my business partner from the get-go, my mum and all she taught me from her previous sales experience, and has been by my side at trade shows, now switching to having the children when I need to go to a meeting or on a business trip. My entrepreneurial father and all his business advice. My sisters and how they step in to pick up the kids from nursery or take them out for a fun day. It takes a village, and on top of all that they are the most supportive cheerleaders of my brand! I’m so incredibly lucky to have such a wonderful supportive family around me, in that regard I struck gold. And don’t even get me started on how amazingly supportive my team is.. because that’s a whole other story!
What would you say is the secret to success?
Being persistent at doing something you love and having patience to make it happen, organisation and a good to-do list!
WEALTH
Describe your relationship with money and personal finance in three words?
Feel. In. Control.
How do you define wealth?
Freedom to be your full self and live with your heart and time available to the moment.
What money lessons did you learn when growing up? What would you have done differently?
I come from a family of entrepreneurs, and I’ve seen how stressful things can get when you take risks. I’ve always wanted to be in control of my own finances, and to have my independence. My father encouraged me from a young age to get a job. I took on anything I could from 16, bar jobs, shop jobs, waitressing, at one point selling shoes at Kurt Geiger to supplement my London University years. I loved that there was an incentive scheme to earn more when you sold more, and have always been up for a challenge. It made me realise how hard you have to work for it.
What has been the most helpful tool for you to learn about money?
I got a BA in Business Management after going to Central Saint Martins, and even though my brain is much more wired to be creative and problem solve, I had to do an Accounting and Finance module. I found it so tough, but I managed to pass it well. It taught me about basic accounting, P&Ls and the importance of being on top of your numbers at all times. It’s never come naturally to me, but proving to myself that I can train my brain to think in these ways has helped me stay on top of things with a growing business.
What is the best money decision you have made?
Bringing our cockapoo Lamu into the family - my walking companion, colleague, lodger, cuddle buddy and therapist. Some of my most important financial and business decisions have been made on our daily walks with her, and my husband.
What is your number one financial priority?
As a business, our number one financial priority is to remain self-generated. I believe that continuing to learn about how to build a long-term, financially sustainable business is the right way to long-term success and don’t subscribe to the “raise funds, lose money” approach that has created so much havoc in the start-up/scale-up world
WELLNESS
Being a founder tends to be all consuming. How do you switch off?
Taking time out with my family, preferably somewhere rich in nature and wildlife, to just breathe and spend time being. If a break away isn’t an option, then finding it closer to home, a walk on Hampstead Heath or cooking a nice family meal at home. I also love to read and get lost in a book.
Is there a particular place or person you turn to for inspiration?
My family has been visiting the South of France for years - my Mum and her Grandparents first visited there in a caravan 50 years ago and now we are lucky enough to have a house there; a place where our whole family comes together. It’s somewhere I always feel at peace and the beautiful colours, light and landscape never fails to inspire me. I have my best ideas when I am staying there, my mind just seems to think differently in those surroundings.
Do you have a morning routine to set you up for a productive day?
Even though mornings are super busy with two young children, I try to make a little bit of time for myself in three key moments. Shower, face cleansing routine and a protein smoothie. If I can make those three things happen, in peace, the day gets off to a great start!
What is the most important life lesson you have learnt?
Follow your aliveness. Do what makes you feel excited, fulfilled, joyful and brings moments of pleasure. Whatever makes you feel alive, just do that (and make sure you get enough rest and fill your own cup so you can fully enjoy it!)
What resources or tools could you not live without?
I couldn’t live without my phone, because it allows me to work on the go. It’s a big ol’ juggle being a mum of two under four and running a business with 25 employees, so whether I’m in the office, on a shoot or out and about, I can keep in touch with everyone and keep decisions flowing. I also take so many pictures, as I’m constantly capturing inspiration as I go, and it’s a brilliant way to log all of that.
What are you currently reading and listening to?
I’ve just finished and loved Migrations by Charlotte McConaughy. It’s a fiction novel where 80 per cent of the world’s wildlife is gone due to human-caused climate change - scary stuff, but beautifully written, heartbreaking and thought-provoking. I’m either listening to the sweet, mellow jazzy tones of Eloise; whether painting, driving, walking or cooking - her music is the perfect playlist or I’m listening to women founder podcasts. I love learning about how they built their brands and how they juggle their lives!
